Marketing to Mums - the Podcast
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EPISODE 30
Emerging Asian Markets
Whilst many brands look to China for their overseas growth, there are many emerging markets within Southeast Asia which represent significant opportunity. Our guest today, Roshni Mahtani, is the founder of theAsianparent.com, which attracts more than 33 million women each month to its platform. They cater for mothers across 13 different Asian markets and work with blue chip clients including Unilever, Huggies and Kelloggs.
In this interview, Roshni shares her insights to help brands identify where the big market opportunities are and what cultural considerations they must consider prior to entering these markets to really resonate with mothers.
In this episode we explore:
- ✓ Size of the opportunity in Southeast Asia for brands
- ✓ Role of research in emerging markets
- ✓ Overlooked emerging markets in Southeast Asia
- ✓ Marketing considerations for emerging markets
- ✓ Growing engaged communities in emerging markets
- ✓ Understanding the differences in mothers in different Southeast Asian markets
- ✓ Key cultural considerations brands must understand to be successful
- ✓ Impact of Covid19 across Southeast Asia and how it is changing buyer behaviour
Resources discussed in the show:
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About The Guest
Roshni Mahtani Cheung is the Founder and Group CEO of theAsianparent. She has over 15 years of media and marketing experience across the US and Asia Pacific. Roshni is also actively involved in the start-up community. In 2015, she founded the Female Founders Network, a group of over 2,000 female founders.
Besides her interest in the start-up world, Roshni is also an Executive Producer of Untouchable: Children of God – A documentary film about young girls in the brothels of India and how they are sold and trafficked from Nepal.
Roshni also featured as a contributor in The Mother of All Opportunities, written by Katrina McCarter.
About The Host
Katrina McCarter is the founder and CEO of Marketing to Mums, a marketing and research consultancy based in Melbourne, Australia. She is a Marketing Strategist, Best-Selling Author, Award-Winning Speaker and Advisor who specialises in helping brands sell more effectively to the world’s powerful consumer, Mums (or ‘Moms’ if you are from the US). She holds a Bachelor of Business (Marketing) and an MBA (International Business) and has 18 years sales and marketing experience working across diverse industries including grocery, hardware and online. Katrina can assist you harness the power of Mums to drive sales and profit and gain a commercial advantage for your brand.
